J.C. Penney Plans Intimate Apparel Line

Taking direct aim at category leader Victoria's Secret, J.C. Penney is developing a new line of intimate apparel called Ambrielle, which is the biggest private brand launch in the chain's history. The 4,000-piece line is set to launch in 2007, together with a redesign of the lingerie section in more than 1,000 J.C. Penney stores, the company announced Thursday. The "sensual, but not racy" Ambrielle brand will consist of three sub-brands: Smooth Revolution, Mystique and Essentials, the company said. The line is the first introduction from a new team of brand managers charged with upgrading all its store brands, which include Arizona and St. John's Bay.